Case Studies

Pet Care

Situation

A leading branded product supplier in the animal care marketplace, identified the need to refine its brand portfolio in order to optimize internal resources and sales. For a number of years, the Product Supplier tried to meet every anticipated customer need by adding product skus and acquiring several related brands. At the time of this engagement, the Product Supplier had a number of brands which overlapped and some that had products that no longer aligned with its brand identities.

Process

First, Market Directions provided the Product Supplier with a deep understanding of the market segments and how each brand fit within the segments. Then, using internal sales and resource data combined with external equity measures, Market Directions worked closely with the Product Supplier to assign the best roles for each brand within the portfolio and identified areas in which brands ineffectively overlapped, causing wasted resources and sagging sales.

Results

As a result of these efforts, the Product Supplier was able to cull the brands in its portfolio and eliminate two brands that were causing the most strain on their resources, allowing them to refocus energy on optimizing the remaining brands within their well-defined roles. Additionally, migration of products to the appropriate Master Brand will allow the Product Supplier to communicate a more logical and consistent message about the brands, making the purchase process easier.